Electric business holding hands with physical stores or future trends

2012, the rapid development of electric business, traditional retail extinction theory, the industrial chain is large-scale layout of commercial real estate developers, ushered in is the opportunity or risk? The investment value of the real shops will be a question mark?...... This week, the "Chongqing Morning News" commercial real estate version of the lock entity stores, for you to reveal in the era of the electronic business entity more survival opportunities.

Situation：

Traditional department store growth rate of decline in electric business growth opportunity is obvious

Traditional department stores are facing the dilemma of internal and internal problems.

On the one hand, in high housing prices, high artificial background, operating costs continue to high; On the other hand, the Electronic Business Network shopping for traditional department stores squeeze. Industry insiders said that the current department store's net profit average level of only 2%-3%.

More and more people tend to buy online, that is, the electric business. And this, the impact of traditional department stores is also increasingly obvious.

"The most direct effect of the decline in retail business growth is the electricity quotient." "Jia Yu International Business Investment Co., Ltd. Vice President Chen Zhengbin, 2012 China's online retail sales volume has reached 1.3205 trillion yuan, accounting for total social consumption of 6.3% total retail sales." In Beijing, Shanghai, Shenzhen and other first-tier cities, department stores retail business impact of the impact is very clear, Chengdu, Chongqing and other second-tier cities, may be in the next few years will feel the decline of the traditional department store industry.

Chen Zhengbin said that from the development of foreign electric dealers, the domestic traditional retail industry, especially clothing, electronic products, daily chemicals, etc., by the impact of the electric business will be even greater. Its decline may affect the entire business landscape, and the impact of rental income of traditional entity shops will gradually reflect.

Focus：

Electric Business PK Entity shop experience Sales indispensable

In the process of the rise of the electric dealer, the traditional business circle is also expanding. Will physical shops be hit by the rise of electricity dealers?

Su Zhongli, managing director of Chongqing, said in an interview with the Chongqing Morning News reporter that the development of China's electrical business in the past two years is really amazing. Electronic Business (online) is only a pure shopping platform, but shopping malls (physical stores) in addition to shopping, has been integrated into our lives as a part of. We note that in addition to selling branded goods, shopping malls now have a lot of catering, entertainment and educational facilities. Let physical shops more inclined to experiential marketing.

Now, Su Zhongli says, the proportion of dining and entertainment in many large shopping malls has risen from just 10% to 20% years ago to over 40%. It is easy to see that shopping malls have slowly become part of our lives.

Longhu Times Street Shopping mall general manager Zhang introduced, now many brand businesses are focused on goods and channels of dual control, only rely on the electric business platform, and can not fully meet the needs of customer experience type. Take high-end clothing as an example, customers still need to try to wear the experience before the fork.

Future：

The entity store and the electricity merchant cooperate to push up the commercial rent income

"There may be a lot of people who think that the electric business platform is just a competitive relationship with the physical store," he said. In fact, there is an opportunity for cooperation between the two, which should be a future trend. "Su Zhongli thinks.

For example, he said, now everyone can surf the internet to see a film, but the operation of cinemas will not be affected? The survey found that in fact, the most popular shopping center is still cinema. Because we go to the cinema not only to see the film, but also to the passing shopping, leisure, which has become a part of our lives. and shopping malls and electric business platforms are facing similar problems.

For the real shop opportunities under the electric business era, Huling, a marketing director of Dong Yuan Real estate, believes that the opportunities for PU, such as SOHO and loft apartments, will probably be due to the rise of the electricity quotient and the potential for investment. Because the rents of these buildings are much lower than that of the PU, the space can be large and small. It is understood that the first-tier city of many network entities experience shop, are open in the building Pu, forming a more obvious commercial effect. Electronic Business platform and the organic combination of real shops, the future or will be the real store rental income to generate a greater increase.